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Adaptavate: The 23-Person Startup Rewriting Construction
How a tiny UK team is tackling the $1.5 trillion carbon problem in building materials.
Construction is the world's largest carbon emitter, yet most decarbonization startups are building software. Adaptavate is different: they're manufacturing physical products that absorb CO2. With just 23 employees and $5.6M in funding, this UK-based company is betting that the future of green building isn't an app—it's better plaster.
"Adaptavate isn't chasing AI hype or SaaS margins—they're solving the carbon problem where it's dirtiest: on the construction site."
The Carbon-First Playbook
While competitors optimize for digital workflows, Adaptavate's flagship product 'Breathaplasta' is a thermal insulating plaster that actively sequesters carbon. The keyword data reveals their strategy: 'breathaplasta thermal insulating plaster' drives 140 monthly searches—proving there's real demand for physical green materials. Their 58% organic traffic share suggests they're winning on educational content, not just paid ads.
The Industrialization of Green Materials
John Burrin, Head of Industrialisation, and Thomas Robinson, Managing Director, aren't just selling products—they're scaling a new manufacturing category. With revenue at $3.2M and 23 employees, their revenue-per-employee ratio of ~$139k is impressive for a hardware/materials startup. The tech stack (Tailwind, PWA, Fathom) shows they're digitally native, but their real moat is in the chemistry and supply chain.
The traffic data paints a picture of a company in its early evangelist phase. 5,555 monthly visits and a global rank of #3.3M isn't viral—it's focused. Their top keywords ('adaptivate', 'breathaplasta') show brand awareness is building, while 'how to plaster a house exterior' captures the DIY market. This dual B2B/D2C approach is smart: architects and contractors are the real buyers, but homeowners provide the grassroots buzz.
- Product-market fit in a specific niche: thermal insulating plaster
- Capital efficiency: $5.6M funding vs. $3.2M revenue suggests disciplined burn
- Educational SEO strategy: capturing both trade and consumer search intent
- Strong social presence: YouTube, Facebook, LinkedIn, Instagram for multi-channel storytelling
The Anti-SaaS Startup
Adaptavate proves that in climate tech, hardware still matters. Their $3.2M revenue from plaster isn't sexy, but it's real—and that's what wins.
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Adaptavate is leading the carbon change in the construction industry
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About adaptavate.com
Adaptavate is leading the carbon change in the construction industry
Company Overview
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Technology Stack
adaptavate.com uses 9 technologies across their website including Leaflet, Vimeo, HSTS, and more.
Maps
Leaflet
Video
Vimeo
Security
HSTS
Analytics & Marketing
Fathom
Web Standards
Twitter Cards, PWA
CSS Frameworks
Bootstrap, Tailwind CSS
Traffic & Audience
adaptavate.com receives approximately 5.6K monthly visitors and ranks #3,353,461 globally. The website has a bounce rate of 41% with visitors viewing an average of 2.1 pages per visit. Users spend an average of 1:42 on the site.
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